Vista Alegre enters Asia and Middle East markets with Ronaldo as brand ambassador

The Portuguese fine bone china tableware group Vista Alegre Atlantis has entered the Asian and Middle Eastern markets with Cristiano Ronaldo as brand ambassador.

The internationally famous footballer acquired 10% of the company last month with the aim of “joining two Portuguese bands to enable the group to grow in the two geographies. Ronaldo has also agreed to acquire a 30% stake in Vista Alegre Spain.

In an interview with Lusa, Nuno Terras Marques, Chief Executive Officer at Grupo Visabeira which owns the major share in the company, said: “Vista Alegre has a world to discover and a world in which to continue to grow”.

He said that one of the Cristiano Ronaldo investment objectives in the group was “to create a Vista Alegre for Asia and the Middle East” and this involved leveraging the power of the two Portuguese brands; one being the biggest and most famous Portuguese brand; the other the most famous luxury Portuguese brand.

Nuno Terras Marques added that it was to market Vista Alegre to enable it to grow in those regions where Vista Alegre has sales, but the sales could be better given the size of the markets. “We have to increasingly promote Vista Alegre to gain visibility and sell well in the international market.”

The United States is one of the other markets where Vista Alegre intends to grow but “the Middle East and Asia are markets where we believe we have the product and a lot of potential to grow”, he said.